While Sephora remains the reigning queen of prestige cosmetics and skin care products, Ulta is exhibiting dominance in Hair Care. L2 research finds that Sephora is more visible in organic search results in color cosmetics, skincare, and fragrance-related searches, owning 41%, 32% and 64% of results respectively. However, Ulta dominates in Hair Care and owns 39% of the category’s search results vs. Sephora’s 16%.

Furthermore, there are signs that Hair Care brands are beginning to favor Ulta over Sephora. Between April 2016 and 2017, four hair care brands that were selling on Sephora expanded to Ulta and one (Manic Panic) stopped Sephora distribution completely. Meanwhile, no brand went the other direction.

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